A Once-Popular Motorcycle League Seeks A Multi-Million Dollar Resurgence

A 65-year-old sports league that’s fallen into obscurity is funneling millions of dollars into rebuilding its loyal and lucrative fan following. American Flat Track, the series that features competitors sliding their motorcycles upwards of 140 mph around a dirt oval, opened its third season in Daytona, Fla., on Thursday with hopes of creating a household name. “We will do whatever we need to do to expand the footprint, to expand the reach, of the sport,” CEO Michael Lock told Fortune. Interest the series, which began in 1954 under the name AMA Pro Racing, waned over the last several decades with the rise of other styles of motorcycle racing. Lock, a former Ducati chief executive, rebranded the series as American Flat …